UNLEASHING GROWTH THROUGH

DIGITAL TRANSFORMATION
IN BUSINESS MARKETS
APRIL 20 - 21, 2020

DRIVE ENTERPRISE-WIDE TRANSFORMATION TO LEVERAGE DIGITAL

Module Overview
Digital transformations (DT) today dominate the business agenda of most corporations. However, while many companies have begun
their digital transformation journey, 70% of them will fail because of the lack of a systematic approach that accounts for key risk
factors. Large-scale change efforts like DT are especially risky because they involve simultaneous change across several areas of the
business.

This two-day programme will introduce senior leaders to the need for a rigorous, robust and systematic approach to DT by pulling
together the most salient frameworks and practices on how to design the implementation of digital business transformation. The
programme draws from the experiences of the instructor, who has helped several companies deploy business transformation in
general and digital transformation in particular over the last decade.

Learning Outcomes Format for Instruction

The objective of this programme is to provide senior managers Learning will involve a mix of instruction on DT frameworks
and executives with the frameworks, concepts, and practices and approaches, and discussion of examples for applying the
for the effective design of digital transformation in their concepts. For learn effectively, it is important that participants
organisation. make sure to read the pre-assigned reading material prior to the

The programme will help participants to: workshop and actively participate in the classroom discussions.

• Understand how leading B2B companies in the world and Target Audience
India have succeeded in designing digital transformation,
This programme will benefit senior managers and
and the lessons learned from them
executives charged with digital transformation initiatives.
• Identify the strategic opportunities for business growth, Executives in Strategy, Marketing, Sales, HR, Information
cost reduction and other business outcomes through
Systems, and Operations, along with heads of business
digitally-enabled business strategies and models
(or regional) units with cross-functional responsibilities
• Understand how to develop a redesigned customer stand to gain the most by attending the programme.
experience using digitally-enabled customer journeys and
other capabilities relevant to B2B markets

• Understand how to drive organisational redesign, change

mindsets, transform culture, redesign processes and
systems, and develop new leadership models for digital
transformation
• Understand how to create an organisational roadmap
for implementing digital transformation that minimises
business risks and increases business adoption
Programme Details
April 20 - 21, 2020 | ISB, Hyderabad Campus
Fee: INR 1,00,000 plus GST @ 18%
Fee includes food and accommodation at the campus
or at an equivalent facility based on availability.
Faculty

Ram Nidumolu
Clinical Professor in
Organisational Behaviour, ISB

Professor Nidumolu is a clinical professor of organisational behaviour at the Indian

School of Business. His work has appeared in prestigious publications like Harvard
Business Review, the Stanford Social Innovation Review and many more.

He brings more than 25 years of experience in strategy and technology innovation

consulting and research with global enterprises. He has founded and served as CEO of a
VC-funded software company in Silicon Valley that provided CRM/business intelligence
solutions. He has conducted programs on digital transformation with dozens of leading
Indian companies in the B2B and B2C sectors during the past five years.

DVR Seshadri
Clinical Full Professor of Business,
Marketing; Director, ISB-CBM

DVR Seshadri is a highly decorated academician and corporate figure. He has

taught at various IIMs, and held CEO positions at many public and privately held
businesses, including startups. An expert in B2B Marketing, Innovation and
Entrepreneurship and Intrapreneurship, Professor Seshadri has consulted with over
100 Indian and international MNCs. He remains associated with major corporate
players like the Tata Group and L&T. He has taught on MBA, EMBA and Business-
to-Business Market Management programmes to name just a few. A published
author, Prof. Seshadri has books like ‘Innovation Management’, ‘Global Risk/Global
Opportunity’ and several more to his name. Additionally, he has published over 100
case studies and authored several application-oriented journals.
Session Plan
Venue and
Day and Date Themes Faculty
Session Timing

Monday, Digital Business Strategies and Ecosystems

20th April, Understand the varieties of digitally-enabled business strategies available to Ram AC7 MLT
2020 the company, including product-as-a-service models, single-sided platforms,
Nidumolu 09:00 am - 11:00 am
multi-sided platforms and ecosystems, and their economic benefits for creating,
delivering and capturing value provided to customers.

Break – 11:00 am - 11:20 am

From Digital Strategies to Business Models

Understand how digital transformation is ultimately about transforming the Ram AC7 MLT
business model of the company, using the Positioning, Innovation, Customer Value
Nidumolu 11:20 am - 01:00 pm
Proposition, Profit Approach, Operations, and Partnership (PICPOP) business
model developed by the instructor.

Lunch – 01:00 pm - 02:00 pm

Transforming Manufacturing and Operations

Learn how large, established manufacturing companies need to transform their
operations, supply chains and other “back-end” components of their business DVR AC7 MLT
through digital in order to remain relevant and thrive in the marketplace.
Seshadri 02:00 pm - 03:40 pm
Case Study: Pursuing Digital Marketing and Sales Transformation in an Emerging
Market:

Break – 03:40 pm - 04:00 pm

Building the Business Case for Digital Transformation

Understand how to create a business case for digital transformation initiatives,
depending on whether they are for driving growth, reducing costs, or for providing DVR AC7 MLT
other business benefits. Seshadri 04:00 pm - 05:30 pm

Case: Pursuing Digital Marketing and Sales Transformation in an Emerging Market:

Tuesday, Transforming the Customer Experience

21st April, Understand how to create the customer journey map and identify the key questions Ram AC7 MLT
2020 raised by customers at each stage of the journey, identify the digital touchpoints Nidumolu 09:00 am - 11:00 am
and moments of truth, and how to transform the customer journey through digital.

Break – 11:00 am - 11:20 am

Transforming Cultures and Mindsets

Understand the barriers and opportunities for transforming mindsets and cultures, Ram AC7 MLT
which are among the biggest challenges related to digital business transformation.
Nidumolu 11:20 am - 01:00 pm
Case Study: Satya Nadella at Microsoft: Instilling a Growth Mindset

AC7 MLT
Lunch –
01:00 pm - 02:00 pm

Creating an Organisational Roadmap for Digital Transformation Ram AC7 MLT

Understand how to take all the learnings in the previous sessions to create an
Nidumolu 02:00 pm - 03:40 pm
organisational roadmap for implementing digital transformation in the company.

Break – 03:40 am - 04:00 pm

AC7 MLT
Presentations by Project Teams –
04:00 pm - 05:30 pm

AC7 MLT
Module Wrap-up and Takeaways –
05:30 pm - 06:00 pm
 About ISB-Centre for
Business Markets
The ISB-Centre for Business Markets seeks to provide
elite Asia-based companies an exclusive and robust
events platform where acclaimed B2B Marketing
academicians and executive-level practitioners will
interact for the dissemination of knowledge, research
and thought leadership. The objective of the ISB-CBM
is to bring the best practices of B2B Marketing as
proven in developed markets to address the challenges
being faced by firms in emerging markets. This will
be done through a blend of theory with practice. The
Centre provides access to state-of-the-art research in
B2B marketing through its professional development
programmes for high-ranking executives.

About Indian School of Business

Indian School of Business (ISB) is a top-ranked global
business school offering world-class management
education across its two campuses - Hyderabad
and Mohali. The School has grown at a rapid pace
over 17 years since its inception and already has
several notable accomplishments to its credit: It is
the youngest school ever to be consistently ranked
among top Global MBA programmes; one among the
select 100 Global B-Schools to have AACSB and EQUIS
accreditation; one of the largest providers of executive
education in Asia; and the most research-productive
Indian management institution. ISB has been ranked
24th among the top 100 business schools in the
Financial Times MBA 2019 global rankings. The strong
support of associate schools - The Kellogg School
of Management, The Wharton School, The London
Business School, MIT Sloan School of Management,
The Fletcher School and other global business schools
- has been a key factor that has helped ISB to emerge
as a school offering the best of management education
backed by cutting-edge research.

6
Contact
Professor DVR Seshadri
Director, ISB-Centre for Business Markets
2115, AC-2, Indian School of Business, Gachibowli,
Hyderabad - 500111.
+91 94483 62173 isbcbm@isb.edu

Astha Sharma
Senior Manager, ISB-Centre for Business Markets
AC-2, Level 1, Indian School of Business Gachibowli,
Hyderabad - 500111.
+91 99595 88611 learning_isbcbm@isb.edu

Minal Agarwal
Manager, ISB-Centre for Business Markets
AC-2, Level 1, Indian School of Business, Gachibowli,
Hyderabad - 500111.
+91 99590 62841 programmes_isbcbm@isb.edu

Indian School of Business

Registered Office: Gachibowli, Hyderabad - 500 111, Telangana, India. Ph: +91 40 2300 7000, www.isb.edu
Mohali Campus: Knowledge City, Sector 81, SAS Nagar, Mohali - 140 306. Punjab, India. Ph: +91 172 459 0000
Corporate Identity Number: U80100TG1997NPL036631

/isbedu /isbedu /school/indian-school-of-business

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Disclaimer: ISB has not sought affiliation from any University in India or abroad nor has ISB sought approval from AICTE for any of its programmes.